Hollywood star Matthew McConaughey is taking proactive steps to safeguard his identity in the burgeoning age of artificial intelligence by trademarking himself. The Oscar-winning actor has secured eight trademarks with the United States Patent and Trademark Office (USPTO) in recent months, a strategic move aimed at protecting his likeness, voice, and signature catchphrases from unauthorized AI use.
This decision comes amid growing concerns within the entertainment industry about the potential for AI to replicate and exploit the identities of actors and other public figures. Deepfakes, AI-generated content that can convincingly mimic a person's appearance and voice, have become increasingly sophisticated, raising the specter of misuse in advertising, entertainment, and even malicious impersonation.
McConaughey's trademarks cover a range of uses, seemingly designed to prevent the creation of AI-generated content that could be mistaken for his own endorsements or creative works. While the specifics of the trademarks are not widely detailed, it's understood that they include his name, image, and possibly his iconic phrase, "Alright, alright, alright". By owning these trademarks, McConaughey can legally challenge unauthorized use of his identity by AI systems.
The move highlights a growing trend among celebrities and other high-profile individuals to assert control over their digital identities in the face of advancing AI technology. In November 2025, McConaughey, along with Michael Caine, entered into an agreement with AI audio company ElevenLabs, licensing their voices for digital recreation. McConaughey stated he would allow ElevenLabs to translate his newsletter, Lyrics of Livin', into Spanish using his voice. Caine, meanwhile, has licensed his voice via the company's Iconic Marketplace and for use on its text-to-audio app ElevenReader. These partnerships represent a proactive approach, allowing celebrities to participate in the AI landscape while retaining control over how their identities are used.
The Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) has voiced concerns about the unauthorized use of actors' likenesses and voices by AI, emphasizing the potential for job displacement and the ethical implications of using "stolen performances". This concern reflects a broader debate within the industry about the need for regulation and safeguards to protect performers' rights in the age of AI. Bandcamp has even banned AI-generated music from its platform, in an effort to assure fans that the music they find there was human-made.
McConaughey's decision to trademark himself can be seen as both a defensive measure against unauthorized AI use and a strategic move to control his brand and image. In a world where AI-generated content is becoming increasingly prevalent, protecting one's identity is becoming essential for maintaining authenticity and preventing misuse.
By securing these trademarks, McConaughey is setting a precedent for other celebrities and public figures who are grappling with the implications of AI on their careers and identities. It underscores the importance of understanding and proactively addressing the legal and ethical challenges posed by this rapidly evolving technology. It remains to be seen whether more celebrities will follow suit, but McConaughey's actions highlight the growing awareness of the need to protect one's digital self in the age of AI.
